How to Sell Search & SEO to Your Boss
Selling search and SEO to the C-level suite can be difficult. Excitement about keywords and rankings is met with a blank stare, and you find yourself facing that difficult question: "how will this affect our profit?"
An article on Search Engine Guide details a few key ways to sell search to the execs of your company. According to Search Engine Guide,
Companies that don't sell online usually have no idea how much money any marketing program adds to the bottom line, because they can't trace what they do online to an actual sale. Until they can, search will be a religion, rather than a business. And you might find that your CEO and your CFO have a different religion--they worship at the altar of the green.
So, how do you avoid seeing your exec's chin dropping into her iPhone as you speak? Start by knowing yourself what search is worth. Begin by tying search to sales, by connecting what happens online to that offline purchase. Use special phone numbers, track coupons--it doesn't matter how you do it--find something that works for your customers and your business.
Tying sales to search is the key to proving the value of SEO to your C-level execs. Your CEO will care about how search marketing creates value for the company, and how it helps meet the company's goals. If you can't explain search marketing in those terms, then you are not ready to sell to the C-suite.